When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to navigate the challenges by projecting confidence until she could solidify her business.
Initially, India faced skepticism, even from her husband, as she handled inquiries from potential clients interested in exclusive trips, despite not having any clients of her own at the time. She often responded to requests with fabricated stories about being fully booked with high-net-worth individuals.
Fast forward sixteen years, her strategy of “faking it until making it” has proven successful. India’s clientele now includes multiple world leaders, such as former President George W. Bush, and well-known personalities like Mariah Carey. Her services cater specifically to individuals with annual incomes exceeding $100 million, who typically have access to everything they desire. So what sets India apart in meeting the needs of such elite clients?
India emphasizes the importance of genuine care in her approach. Having spent five years as a server, she has developed a keen understanding of what makes people tick and believes that attentiveness is essential.
Sienna Charles boasts a network of over 2,000 connections within the hospitality sector, encompassing luxury yachts, hotels, and fine dining establishments. This strong relationship base allows India to craft unique travel and dining experiences tailored to her clients’ needs.
She explains that many of her clients may have a vision for their desired experience but lack the means, time, or creativity to bring it to life. India prides herself on grasping those visions quickly and transforming them into reality.
Her goal goes beyond simply securing reservations at high-end venues; she strives to create genuinely enjoyable experiences. For example, she considers some well-known venues, like the French Laundry in Napa Valley, overrated and opts not to promote them, favoring more innovative options such as Single Thread Farms instead.
India’s personalized services often result in extraordinary events. She has arranged unique experiences such as candlelight dinners in Versailles and brunches on the Arc de Triomphe. She also seeks to connect clients with interesting figures, having organized meals with notable families like the Hermès and Fendi families.
At times, her clients request simpler comforts. During a trip to Ethiopia, she ensured that Bush had access to peanut butter and non-alcoholic beer, along with a warm welcome from children wearing Texas Rangers caps.
India expresses a genuine passion for her work, stating that she engages with everyone from taxi drivers to restaurant staff to discover authentic experiences for her clients. She believes that luxury is just one facet of what people seek; her clients desire unique and sincere experiences.